Preferred presentation format: Unrefereed Paper

Affiliation(s): Department of Primary Industries, Queensland

Title: Irene Kernot Position: Senior Extension Horticulturist Organisation: Department of Primary Industries, Queensland, Contact email: irene.kernot@dpi.qld.gov.au Contact phone: 07 4048 4649

Keywords: Communication, extension theory, knowledge generation, technology development, mango, supply chain

This paper analyses how the Better Mangoes project turned extension theory into practice to achieve successful outcomes. A “technology development” model was used to work with mango supply chains to identify improved practices and then transfer the knowledge generated to the wider mango industry. The model worked because (1) a strong “want” to improve attitude existed amongst supply chain businesses, (2) working with businesses generated solutions to real problems, and (3) effective delivery mechanisms were used to communicate the knowledge generated.

The project was initiated in the 2000/01 season to overcome a loss in confidence and profitability for supply chain businesses resulting from substantial quality loss during the previous three seasons. In year 1 we worked with participants to develop the monitoring methodology and to demonstrate how their management practices were contributing to quality problems. Handling systems that delivered consistently good fruit were identified. This stimulated the interest of other participants and monitoring was expanded in year 2. In year 3 we monitored performance for businesses that had changed practices.

The knowledge generated was communicated to participants through self-assessment of monitoring results and individual reports and to the wider industry through annual presentations in production districts and markets, industry newsletters and magazines, popular press, and four information guides. The guides created a common language, which improved communication between supply chain members. Bennett’s Hierarchy was used to guide project evaluation. A survey of growers, wholesalers, and retailers showed that both participants and non-participants had changed practices and gained benefits.

Key learning points:

• For change to occur, the business must “want” to improve, know “how” to improve, and have the “means” to improve
• The “technology development” model worked because there was a strong “want” to improve attitude amongst many businesses. It was effective for businesses along the supply chain as well as for traditional producer clients
• Multiply delivery mechanisms are essential to reach the wider industry
• Developing a shared language enhanced communication between supply chain partners